. >> reporter: we're in a shopping mall in a suburb of inazawa city. there is not a lot to do here as far as shops and entertainment goes. the mall is about the only game in town. the number of elderly customers is up by one-fifth from 14 years ago when the mall opened. so as the young and family clientele shrunk, the owner shifted his target to the elderly. he makes an effort to help the customers stay fit so they'll enjoy the games more. a daily exercise routine started this summer. it eases stiff joints and backs. the customers have been playing hard. when the excitement runs high, customers can use these blood pressure monitors. they can even borrow eyeglasses when they need to know the score. many machines here are older models. they're easier to play and more familiar to the elderly. there are even a few games set up just for the senior clientele. news of the arcade has spread. its member program now boasts more than 120 people over 60. >> each customer might not spend that much, but if we get many customers, our business will flourish. we have t